Yahoo schedules updates to search ad platform

Share this article:

As Yahoo awaits approval of a final search deal with Microsoft, it's planning to release two updates to its search marketing platform, which will roll out sometime between January 19 and January 26.

The first update is a feature called Importing Campaigns, which will let advertisers migrate search campaigns created in Google's platform for use on Yahoo's search platform without the need for a new ad.

“We completely understand that advertisers will start off and create a campaign in Google, and we want to make it easy for them to take it from Google and bring it into Yahoo,” said David Pann, VP and GM of Yahoo search advertising.

The second tool, Network Distribution, lets advertisers buy across different Yahoo properties or affiliates, as well as across specific audiences, by tweaking ads slightly depending on the demographic. The tool will work across the search network.

“Advertisers are looking for ways to target those consumers,” Pann explained.

Once the Microsoft deal is approved, which is expected to happen this quarter, Yahoo will announce more updates to its search advertising platform, he added.

Share this article:
You must be a registered member of Direct Marketing News to post a comment.

Follow us on Twitter @dmnews

Latest Jobs:

Featured Listings

More in Digital Marketing

Video's Going Programmatic, New Study Contends

Video's Going Programmatic, New Study Contends

Some 60% of brands now buy online video programmatically, according to a study from AOL's Adap.TV.

Dollar Growth Rate of Video to Peak This Year

Dollar Growth Rate of Video to Peak This ...

It will increase by 56% to $6 billion, then taper off due to growth in inexpensive mobile placements, says a new study.

Alliance Data Spends $2.3 Billion to Buy Conversant

Alliance Data Spends $2.3 Billion to Buy Conversant

CEO Ed Heffernan says the acquisition "bulks up" the digital marketing power of Alliance and its Epsilon and Loyalty One units.